• Brandweek, Wednesday, January 3, 2007 10:30 AM

Bridgestone Golf is about to roll a $6 million-plus TV, print and online ad campaign to support its clubs and balls. The effort features pros Fred "Boom Boom" Couples and Stuart Appleby, and builds on the "Boom It" theme used when it launched its own brand name in the U.S. in 2005.

Bridgestone, a unit of the Japanese tire and rubber manufacturer, also markets golf products under the Precept label. "Boom it" has great equity," says Dan Murphy, Bridgestone Golf's senior marketing director. "It's an emotional theme, one that every golfer can relate to."

Two 30-second spots break Jan. 4 on The Golf Channel's telecast of the PGA Tour's season-opening Mercedes-Benz Championship in Hawaii. The rotation continues yearlong on TGC programming, along with CBS and NBC broadcasts. Print ads start next month in major golf magazines, PGA Tour Partners and other sport-specific titles.

"The biggest emphasis will be behind the balls, with some ads displaying clubs," said Murphy. "We've only had Bridgestone balls in the U.S. for two years."

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